Can you tell us about your journey into baking?

My journey into baking began ever since I was only four years old when I woke up early on weekends to make pancakes and took an immediate fascination with anything my mom baked. My passion developed, however, as I got older and started to immerse myself more strongly into the world of baking, learning to understand the science behind it.

What inspired you to start your own baking business?

My inspiration came from my passion, as I was fully supported by my family and had the partnership of my sister. I knew that anything I did in my life was going to be tied to what I love, baking, so I was completely inspired to start my business and sell my creations to restaurants.

Could you describe the types of desserts you make?

The types of desserts I make are all artisanal, with original recipes to deliver only the best to my clients. One of my desserts that I am particularly proud of is my honey cake, which won people’s hearts with its creamy interior and soft, layered texture.

Can you share a memorable experience from your baking journey?

One memorable experience was the launching of one of my desserts, Izzy’s cookies. The following experience was memorable as we succeeded in sharing a series of cookies with our clients that, after months of development, were perfect in taste, size, and texture. This was also a memorable experience as the cookies caused the start of a trend – the trend of rating the flavors in order. The creation of a trend from our product was a milestone for my creations and definitely a memorable experience.

Do you draw inspiration from other chefs or bakers?

Yes, I do get inspired by different chefs,  their cooking techniques, and the ideas they share. One chef I particularly enjoy reading about is Ottolenghi, whose creations inspire me to put my all into my work.

Could you give us a glimpse of any upcoming projects or creations you’re working on?

Currently, my partner and I are working on a special creation for Ramadan celebrations, centered around our cookies. However, to not ruin the surprise, I’ll leave the rest of the details for later!

What advice would you give to aspiring bakers?

There are many elements to the creative process, but I think the most important is to feel completely free and safe in your kitchen. The work you produce will be infinitely more creative if you feel safe in your space and comfortable with exploring your ideas. One tip I would impart to aspiring bakers is to do everything with love. One thing I learned is that trying to bake something without actually wanting to will not bring you any joy and will not allow you to be happy in your field. It’s important to bake with happiness and joy in what you make, and finally, don’t forget to be proud of your work.